ASSIGNMENT 2

NAME-NISHANT SHETTY
EMROLLNMENT NO- 19BSP1766
What does Customer Relationship Marketing (CRM) mean?
Customer relationship marketing (CRM) is a business process in which client
relationships, customer loyalty and brand value are built through marketing
strategies and activities. CRM allows businesses to develop long-term
relationships with established and new customers while helping streamline
corporate performance. CRM incorporates commercial and client-specific
strategies via employee training, marketing planning, relationship building and
advertising.
What is Salesforce CRM?
Salesforce is a customer relationship management software that provides a
vast assortment of sales and marketing solutions. They have many different
services that all come under the Salesforce umbrella.
 Sales
 Service
 Marketing
 Commerce
 Engagement
 Analytics
 Communities
The most significant components of the Salesforce portfolio are lead
management marketing automation, and sales data management. The goal of
their software is to help improve sales team’s productivity and organization
data.
CRM Company- Activision
Activision pulled off the most successful launch in entertainment history with
Call of Duty: Modern Warfare 3®. Bigger than any other game, movie, or album
before it, Modern Warfare 3 eclipsed $400 million in sales across North
America and the U.K. in the first 24 hours it was on sale. Sales went on to hit $1
billion in just 16 days, setting another record. Modern Warfare 3 was a hit
because Activision knows gamers. Activision loves making games and it loves
talking to gamers about making gaming better. The company also knows that
when something goes awry, gamers want customer service that flows
organically into the stream of their online lives. So in the wake of the success
of Modern Warfare 3, Activision worked with Salesforce to create a new way
of listening to its customers. “It’s all about being personal and interacting with
people the way they want to be interacted with,” said Robert Schmid, CIO. “I
personally don’t like calling somewhere. I just hate hanging on the phone.” The
customers who play Activision’s games don’t much like waiting on the phone,
either, so Activision deployed Marketing Cloud’s Social Studio to bring
customer service online. Using Marketing Cloud, the team can easily track and
monitor all relevant tweets and conversations on social media, with the goal of
increasing player engagement. All interactions are uploaded to Service Cloud
where social conversations are matched back to existing customers for follow-
up. In the first year after integration, Activision saw some pretty big changes.
Customer tweets about bugs in game play became relationship builders as well
as service calls. Employees across departments now collaborate internally to
find fixes to issues posted on social media — Activision calls this “swarming.”
Replies on Twitter and Facebook not only resolve issues, they become content
for use by social, service, and marketing teams. Conversations about related
brands and industries of interest are tracked and routed to sales reps as new
leads, automatically. Activision unlocked a new level of customer service – you
can think of it as social customer care.
Key highlights of company’s CRM
 A leading publisher in the US, Activision are heavily into the American
video game market and has been so for more than three decades. Back
in 2011, ‘Modern Warfare 3’ achieved the title of being the ‘largest and
most successful entertainment launch in history’.
 They are very big on customer service, providing an unrivalled
communication service to their gamers.
 Their aim is to keep them happy long after the purchase is made. By
using a CRM system, they monitor conversations within social media
where they appertain to their products, following up to ensure that any
problems are dealt with efficiently and positively.
 Before Marketing Cloud, 50% of customer service at Activision was self-
serve. Customers now solve 85% of all problems on their own with the
help of self-serve content. Of the remaining 15% of issues that lead to
live conversations with agents, more than half are solved via social
media. The combination of high-performing self-service and social
customer service has helped Activision lower its total customer service-
related operating expenses by 25% annually
 Tim Rondeau, Senior Director of Customer Care, says that salesforce is
helping them build a better gaming experience and also they were
reducing costs and increasing satisfaction at the same time according Mr
Rondeau